Consumers in northern Vietnam are willing to pay more for pork with specific quality and safety attributes. Factors like income and education influence their preferences. Higher income consumers prefer pork with lower fat content, better hygiene, and nicer color. They also prefer pork from pigs raised without industrial feed or from local pigs. Consumers in Hanoi show a stronger demand for these quality attributes compared to other regions. Education level affects willingness to pay for pork from pigs with exotic blood. These findings can help in designing production and marketing strategies for pork that cater to different consumer preferences.